How do you find the leaks in your conversion funnels?
If you have a sales funnel, you probably already know it’s essential to track your results. You may even have a system set up for this – maybe you have Google Analytics or another web analytics tool installed on your site, and you look at the reports regularly. But what if you don’t know the magic number yet? What if you haven’t been able to track down those leaks in your conversion funnels? Here are ways to track down those pesky leaks:
Funnel visualization report
A funnel visualization report is a great way to get an accurate overview of your conversion funnels. You can see where each step in the funnel is leaking, what percentage of people are dropping out at each step, and how many are making it through all steps.
You can also view this as a pie chart or a line chart to get more detailed information about each step of your funnel. The funnel visualization report also shows you the total number of conversions from all steps combined, which allows you to compare metrics between different funnels.
Goal flow report
The goal flow report shows where users drop off on your site. You can see the number of visitors who reach each page in your conversion funnel and how many of them convert into the next step. This report is beneficial if you have multiple goals on a single page in Analytics. For example, you might have two calls to action on one page a “Submit” button and a “Sign Up” button leading to different conversion paths. You can use this report to see if people who click “Submit” convert at a higher rate than those who click “Sign Up.”
Reverse goal path report
The reverse goal path report is a simple way to check whether you’re doing anything wrong in your funnel. It displays the steps people took between entering and exiting your site so that you can identify any problems.
This report helps check whether there are any leaks in your conversion funnel. If people need to complete their goal after following through on all the steps, something must be fixed along the line, maybe with your copy or a step you forgot to add.
Conclusion
Conversion funnel leaks are often a byproduct of careless debugging but yield valuable insights. Although some of the problems might be caused by bugs in your conversion funnels, most will be caused by an error. Aligning the page content with your goals can prevent many potential issues related to conversion funnels, but finding out precisely where the leaks are is okay.
